Q & A with Petra CruzHead of the Dominican Tourism Office in Germany and Europe

by Jose Carlos de Santiago

The Dominican Republic had a hands-on involvement in this year´s ITB Fair in Berlin. The Caribbean nation flaunted its roots with an array of new offers for the top outbound markets and a new development strategy to target a number of emerging niches.

For the former, the Dominican Republic wants to show it has so much to offer other than fancy resorts and snugness, new alternatives that meet the needs of those who go there looking for spas, culture, honeymoons and golf. As to the emerging markets, the all-inclusive concept with an excellent quality-and-price ratio continues to be the name of the game. “For both of them, the message is that this country is the Caribbean´s best travel destination,” says Mrs. Cruz in this exclusive interview with Caribbean News Digital.

Q.- What´s the strategy the Dominican Republic has laid out for this year´s ITB Fair in Berlin?

A.- To us, ITB is the best fair to gain access to all of our customers from around the world, with Germany ranked as our top outbound market. That´s why we hired a 303-square-yard stand to accommodate the 25 co-exhibitors we´ve brought in tow.

Q.- How did you take advantage of this event to bask in the limelight before both the German public and professionals?

A.- We hired a publicity campaign featuring the new image of the Dominican Republic. We´ve hanged ads in over 145 billboards all around Berlin´s major subway stations and we´ve also put out messages in a number of printed press media in Germany, Switzerland and Austria.

Q.- How much money have you poured into this campaign?

A.- Somewhere around €120,000.

Q.- What´s the message the Dominican Republic is putting across to those established outbound markets, like Germany?

A.- We´re trying to open up new market niches, reach out to the general public willing to take on top-quality travel, boutique hotel guests, golfers, newlyweds, spa enthusiasts. With that view in mind, we´re opening up a number of new facilities, like the Casa Colonial Boutique Hotel, featuring a 2,391-square-yard spa, or the new boutique hotel in Punta Cana with a cellar of 200-plus wine brands.

Q.- How is the honeymoon segment faring in the Dominican Republic?

A.- This segment is putting great numbers on the board, no doubt about that. It´s not only about the wedding ceremony, but also the guests who decide to stay longer once the wedding is over. That´s owed in part to the quality of the hotels across the country. All of them are outfitted with beachfront chapels that give the ceremony a one-and-only and paradise-like touch to the knot-tying event.

Q.- What tour operators are using the Madrid hub as a launching pad toward the Caribbean nation?

A.- Just the small and midsize tour operators with charter flights of their own. They usually cut deals with Spanish tour operators or rely on big-time carriers with regular flights, such as Iberia or Air France, to take German, Austrian and Swiss tourists.

Q.- What´s the Dominican Republic´s travel industry expecting in terms of growth in 2006?

A.- The Russian market is definitely growing with each passing year. In 2005, we welcomed 14,233 Russian sunbathers and we expect to have a double-digit increase in 2006. Even though we only have one charter flights that operates from November to late April, there´re several Russian tour operators eager to set up charter flights to the Dominican Republic.

Q.- How are you planning to let those markets know the Dominican Republic is the best travel destination in the Caribbean?

A.- Our communication and publicity strategy is branched out in two lines. One the one hand, we´re targeting established outbound markets, and on the other hand, we´re drawing a bead on the emerging markets. For the former, the Dominican Republic wants to show it has so much to offer other than fancy resorts and snugness, new alternatives that meet the needs of those who go there looking for spas, culture, honeymoons and golf. As to the emerging markets, the all-inclusive concept with an excellent quality-and-price ratio continues to be the name of the game. For both of them, the message is that this country is the Caribbean´s best travel destination.

Q.- What major milestones did the Dominican Republic chalk up in 2005?

A.- We´re very pleased with our outcomes. Europe accounts for 45 percent of our inbound market, with France leading the pack with 309,529 tourists in all. Spain is the runner-up with 255,675 sunbathers, and Germany is in third place with 234,800 trekkers.

Q.- How are the Benelux nations doing in this respect?

A.- We´re also very pleased with the numbers they´ve posted, especially with a blistering 14 percent hike for as many as 14,800 tourists. We hope to go those figures one better this time around.

Q.- What are your toughest competitors in the Caribbean?

A.- Basically Mexico and Cuba.